Attribution is about looking at the contribution of all channel activity to determine which channel or combination of channels are driving the sales and uplift. When it comes to CRM as one of those channels, assuming most of your existing customers are on your CRM program (permissions willing etc), you can easily get into a …
Author: Charlotte Kilbane
Will ChatGPT be replacing analytical jobs?
There has been much attention and hype since the launch of the research phase of ChatGPT in November 2022 and how it can answer what appears to be any question that is posed to ,it in an amazing amount of depth and intelligence. So what is ChatGPT? ChatGPT is a chatbot interface powered by large …
2023 predictions…….
What needs to be at the top of your Marketing and Analytics agenda for the coming year? The impact of inflation on business decisions: Marketers are having to justify budgets more and be wise in decision making on how to spend that budget. This involves using channels that are the most cost effective and bring …
Why is attribution todays “hot topic”?
When it comes to attributing success metrics, each channel typically has its own way of measuring its impact or performance. These approaches are generally how we make our decisions on what media to buy: Any direct mail/email/tele comms would match the outbound with responses Broadcast media like TV & radio would look for an uplift …
How to make Attribution actionable
Maslow re-invented…. Maslow defined a (now) commonly known hierarchy of needs to understand how you can motivate people. The theory states that there are layers to motivation, and like a builder constructing a wall, you can’t have the top “self-actualisation” or total motivation, without some basics in place – like food & clothing. Introducing Thompson’s …
Implications of the Government’s proposed new digital rules and data protection regime
Back in September 2021, the Government launched a consultation in a bid to reform digital competition and data protection. The consultation focused on key regulations that impact organisations communicating in the digital space: The data protection regime (GDPR 2018) Privacy and Electronic Communications regulations (PECR) Data protection act (DPA 2018) The idea behind the reform …
